Once upon a time, in the heart of the cowboy era, Roy Rogers, the "King of the Cowboys," left an indelible mark. More than a quarter-century has passed since his departure, yet a 56-year-old fast-food restaurant chain bearing his name is making a remarkable comeback, starting right here in South Jersey. This month, the company announced the opening of a new Roy Rogers restaurant in Cherry Hill, set to grace the local scene next spring. In its heyday, there were around 600 Roy Rogers restaurants across the United States, with over 100 in New Jersey alone. These western-themed eateries specialized in fried chicken, roast beef, and hamburgers, allowing customers to customize their orders at the "Fixin’s Bar" with pickles, tomatoes, and other toppings.

Rediscover the Western Charm at Roy Rogers

Who is Roy Rogers?

Roy Rogers, born in 1911, was a multi-talented icon. He was a singer, actor, rodeo performer, and pilot. His most famous venture was starring with his wife, Dale Evans, and their horse, Trigger, on "The Roy Rogers Show" in the 1950s. Between the 1930s and 1970s, he appeared in nearly 90 movies. The show's theme song, "Happy Trails," sung by the couple, became a timeless classic and has been covered by numerous artists, with Van Halen's version in the early 1980s being particularly memorable. Even Elton John's 1973 album, "Goodbye Yellow Brick Road," featured a song titled "Roy Rogers," paying homage to this great sequin cowboy. Roy Rogers passed away in 1998, but his legacy lives on at the restaurants.

At the restaurants, you'll occasionally find pictures of Roy Rogers on the walls, and they even include him in their social media advertising. When the new Cherry Hill location opens, you'll be greeted by a beautiful black and white throwback movie scene featuring Roy.

How did his name end up on a restaurant chain?

Roy Rogers licensed his name to Marriott in 1968. This led to the renaming of some restaurants after him, which quickly expanded to hundreds of locations. Although he never ran the restaurants directly, he took pride in them. In a 1978 TV commercial, he could be seen wearing a cowboy hat, holding a tray of roast beef, and touting the quality of the burgers. "Take it from me, pardner, they’re the best you’ve ever tasted," he said with a confident smile.

What’s on the menu?

For lunch and dinner, the menu at Roy Rogers is a haven for food lovers. It offers a wide range of chicken and burger options, along with roast beef sandwiches and sliders. The "Gold Rush Chicken Sandwich" is a crowd favorite, with crispy white-meat chicken on a buttery Kaiser roll, topped with a slice of Monterey Jack cheese, golden barbecue sauce, and crispy Smithfield bacon. NJ.com food writer Jeremy Schneider ranked it 13th on his list of 15 fast-food chicken sandwiches in New Jersey in 2021. It's the third most popular sandwich, behind the roast beef and cheeseburgers. The "Double R Bar Burger" is a quarter-pounder on a buttery Kaiser roll, with a slice of American cheese and sliced and seared Smithfield ham. NJ.com food writer Pete Genovese ranked Roy Rogers 13th out of 21 burger chains in New Jersey in 2024. Sides like baked beans, cole slaw, fries, fruit cup, mashed potatoes, and salads complete the meal.

For breakfast, there's a western platter featuring scrambled eggs and breakfast fries with creamy chipped beef served over a split buttermilk biscuit. It's a delicious start to the day.

What is the “Fixin’s Bar”?

The "Fixin’s Bar" is a simple yet ingenious concept that has been and remains a signature attraction of Roy Rogers restaurants. It's stocked with an array of toppings such as lettuce, tomatoes, onions, peppers, and pickles. You get to decide how much you want to add, and it's all included at no extra cost. This sets Roy Rogers apart from other fast-food chains like McDonald's, Wendy's, and Burger King. While they dress their sandwiches, Roy Rogers serves them generally plain, allowing the guests to take care of the customization. This is what makes the "Fixin’s Bar" a beloved feature among customers.

Did Roy Rogers already attempt a New Jersey expansion?

The fast-food market is always a challenging arena, and Roy Rogers faced some turbulence in the not-too-distant past. Franchises in Franklin Borough in Sussex County and Flemington in Hunterdon County opened in 2015 and 2016, respectively, with great fanfare and an expansion push. However, both locations closed just six days apart in 2019. But now, with the opening of the new Cherry Hill restaurant, the chain is looking to regain its footing and expand further.

Does the company have a name for its longtime fans?

Yes, they are called "Royalists." Some of these fans are older and remember the Roy's from the heyday. They have been with the brand through thick and thin. The goal now is to attract the non-Royalists, including those who were not even born when Rogers died. It's a challenge for any brand to attract a younger audience and keep replenishing their customer base.

As Roy Rogers once said, "There's something about the West that gets into your blood." And at the Roy Rogers restaurants, that spirit lives on, inviting customers to savor the flavors of the West and create their own happy trails.

Please subscribe now and support the local journalism you rely on and trust.Rob Jennings may be reached at rjennings@njadvancemedia.com.